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Concepts of Customer Satisfaction, Value and Retention
Concepts of Customer Satisfaction, Value and Retention
concepts of customer
satisfaction, value and
retention
Chapter Questions
What are customer value, satisfaction, and
loyalty, and how can companies deliver
them?
What is the lifetime value of customers?
How can companies both attract and retain
customers?
How can companies deliver total quality?
What is database marketing?
5-2
perceived value
5-3
5-4
Measuring Satisfaction
Periodic surveys
Customer loss rate
Mystery shoppers
Monitor competitive performance
5-5
satisfaction
5-6
measurement techniques
power of customer satisfaction
5-7
5-8
Quality
Conformance
Performance
5-9
5-10
5-11
5-12
5-13
5-14
CRM Strategies
Reduce rate of defection
Increase longevity
Enhance share-of-wallet
Terminate low-profit customers
Focus more effort on high-value
customers
5-15
Table 5.1
Mass vs. One-to-One Marketing
Mass
Average customer
Customer anonymity
Standard product
Mass production
Mass distribution
Mass advertising
One-way message
Economies of scale
Share of market
All Customers
Customer attraction
One-to-One
Individual customer
Customer profile
Customized market
offering
Customized production
Economies of scope
Share of customers
Profitable customers
Customer retention
5-16
Customer Retention
5-18
Building Loyalty
Basic
Reactive
Accountable
Proactive
Partnership
5-19
5-20
5-21
Business
database
Data warehouse
Data mining
5-22
5-23